At the time, cosmetology was not exactly a respected profession. Most assumed that "cosmetologist" was just a fancy word for hairdresser.

But Kieser felt back then that eventually the business of training cosmetologists would boom. Judging by the 12,000-square-foot building that the institute now calls home, she was definitely on to something.

Although she's doing well, she's looking for ways to boost her revenue.

Kieser knew from experience that there was plenty of money to be made in cosmetology. She was a massage therapist and teacher for 35 years before her hands gave in to arthritis.

She runs her school like a playful, yet very stern, headmistress. But more than just teaching students how to style hair, she prepares them to work for or run spas, where customers get the full treatment — facials, manicures, pedicures, massages and other services.

Real-world experience

"A career in this industry can make you as much money as in anything else, as long as you have the right education," Kieser said.

Although students mostly practice their techniques on one another, the school also welcomes customers seeking beauty treatment for a fraction of the price. This allows students to gain experience and cultivate a clientele if they do a good job.

It also provides the institute with about 30 percent of its revenue.

"It's very similar to a spa," Kieser said. "And we can provide clients with all of the same treatments for about half of the price."

Although clients generate a healthy chunk of the institute's revenue, the majority of the its funding comes from student tuition.

Keeping the classrooms full has not been a problem because the industry
has grown into the mainstream powerhouse that Kieser always thought it would.

"People are getting more and more involved in looking after themselves," Kieser said. "By having regular body treatments, you are looking out for yourself. You are never too young to stop looking old."

Kieser said that three decades ago, there were few beauty spas in the area.

She says that today they seem to be popping up everywhere.

"You can't run a five-star hotel without a spa these days," she said. "Our
students have jobs to go to all over the world."

Kieser said that if all she wanted was to make as much money as possible, she could just offer her students an accelerated training program, a pat on the back and a wave goodbye.

But that is not her goal. She wants to give her students an education that will provide them not only an opportunity to explore their creativity as cosmetologists but also will help sharpen their business acumen.

Solid business skills

In addition to the skills the institute teaches, there are also lecture rooms, where instructors expound on customer service and business development.

"My main thing is to make sure that they understand that you must make your client feel that you have waited all day just for them," Kieser said. "While you are with them, nothing in the world matters except for them."

The institute also makes about 10 percent of its income by consulting with people planning to open spas of their own.

For a price, the institute helps investors maximize on building space, decide what equipment is necessary and helps with its arrangement.

It also gets involved with staff training and whatever else each salon needs to get up and running.

"It's amazing," Kieser said. "People with salons, or who are in the hotel business, think that they can just open a spa. It's hard to be successful if they don't listen to someone who has done it, and done it well, for a long time."

Passion and longevity

He said that by keeping an eye on the success and future of her students instead of hustling bodies in and out of the door with fly-by-night certifications, Kieser has proven that sometimes passion, and not the bottom line, is what it takes to sustain a small business over the long haul.

"I think that having done it for 20 years and still being around exemplifies that they enjoy what they do," he said.

Said Kieser: "I am not in it for the money. I make a good living, but I want to give something back to the industry."

Evans said if the institute is interested in increasing its profit, it should concentrate on providing service to more walk-in clients and doing more consulting.

"They have probably maxed out on tuition. You can only charge so much," Evans said. "But the discount prices on services could probably be increased, as well as the consulting."

"It's a big moneymaking business," she said. "I know that there is a great need for the public to get the right services and products. That will always bring in money because looking good never goes out of style."